WATCH THE 10TH ANNUAL SHORTY AWARDS POWERED BY DIRECTV NOW YAY!

10th Annual Shorty Awards Categories


See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Cats in the Cradle

Finalist in Medium-Length Video

Objective

While most financial service companies are all about tomorrow, TD Ameritrade believes in the importance of also living for today. So we wanted to create an online film that truly epitomizes and dramatizes this unique point of view.

Strategy

The online film was strategically released on Facebook and Twitter as part of an integrated campaign leading up to Father's Day. By reimagining one of the most iconic and poignant songs in American music history, Cat's in the Cradle, the film was designed to be shared across social media.

The original song describes a father who is never around and doesn't make time for his child. We adapted the famous lyrics to now be about a father who's always there for his son.

Results

This modern view of fatherhood clearly resonated with people. It was widely shared on Facebook and Twitter, resulting in over 147 million views.

Media

Video for Cats in the Cradle

Produced by

Havas New York, TD Ameritrade

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th annual shorty awards powered by directv now were held april 15th, 2018